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Crew Clothing is an innovative lifestyle brand, providing quality and timeless style that channels the spirit

of the British coast, worn with the fondest of memories.

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H E R I TA G E

Every story starts with an idea. Ours was simple: to create timeless clothes inspired by the British coast.

Crew Clothing Company was founded by professional skier, Alastair Parker-Swift over 25 years’ ago. When he wasn’t competing for England, Alastair ran a successful windsurfing school in Salcombe. It was here that Crew was born.

Alastair’s first collection consisted of the rugby shirt, detailed with our iconic ‘93 patch. He took it from Salcombe, to Cowes Week, to the King’s Road in London. 83 stores later and the rest is history.

Salcombe in Devon is as much a part of our brand today as i t was in 1993. Cobbled streets , crysta l c lear water and unbeatable v iews, i t ’s the Br i t ish

coast at i ts f inest .

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F O R L I F E ’ S B E S T M O M E N T S

Channelling the spirit of the south coast, our crossed oars are a mark of timeless British style; a stamp of approval that makes our customer feel special. The quality they’ve come to expect of Crew is as important as the memories they’ve made wearing it.It’s about trust and our shared belief that clothes should be about so much more than ‘just clothes’.

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G R O W T HWe were brought under private ownership in 2017 and it’s been all change since. In just 18 months we’ve rapidly introduced a better, broader product offer, improved our digital proposition and put a healthier channel mix in place. With an almost equal womenswear/menswear sales split, we hold a unique position in the retail market. And it doesn’t stop there… for SS20 we’re launching childrenswear and significantly growing other categories such as accessories. Bolstered by successive years of double-digit growth, continued expansion of our retail portfolio and wholesale up by 40%, we’re on track to bring Crew to wardrobes everywhere.

The world doesn’t stand still and neither do we.

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C U S T O M E R

We put them at the heart of everything we do. We know a thing or two about them too:

They have professional jobs, with a high disposable income.

They’re affluent and aspirational, therefore willing to pay extra for quality product.

They’re part of the local community, with an active social life that includes sports and members’ clubs.

They shop in-store and online, with e-commerce becoming an increasingly important channel.

They’re all ages from 18 to 70 years old, with the majority from 35 plus.

Crew is for everyone. From boat makers to princesses, we’ve dressed them all.

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C R E W C U S T O M E R S A G E R A N G E D E M O G R A P H I C

Women make up two thirds of our customer base. Men make up a third.

Those who shopped in the last 12 months

Customer gender & the category they shop

FEMALE66%

MALE34%

MALES BUYING MENSWEAR

24%

FEMALES BUYING MENSWEAR

29%

FEMALES BUYING WOMENSWEAR

37%

MALES BUYING WOMENSWEAR

10%

18-2

54

5%

5.4%

6.6%

8.3%

9.9

%

12.6

%

12.1%

13.6

%

10.5

%

9.5% 9.7%

9.2%

9.1%

9.8%

9.4%

7.9

%

6.5%

6.4%

5.6%

4.7

%

3.6%

7.2%

9.5%

8.3%

26-3

0

31-3

5

36-4

0

41-4

5

46-5

0

51-5

5

56-6

0

61-6

5

66-7

0

71-7

5

76+

UK AVERAGE

CREW CUSTOMERS

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P R O D U C T

We started with the rugby in 1993, and we’ve not stopped reinventing the smart casual look that made us: stylish but effortless.

Quality is important to us and we’re passionate about every last detail. With over 25 years of design expertise, we’ve accumulated a few bestsellers that we’re known for as well as new lines that we’re constantly moving into:

Classic Oxford shirts, a staple in every man’s wardrobe that’s slim fit and supersoft.

The polo shirt, a style, colour and fabric to suit every customer, every time.

Soft knitwear, cottons, cables and textures for the week and the weekend.

Our best-ever dresses, easy shapes, prints and colours designed to work from day-to-night.

The Padstow sweatshirt, made for beach layering and washed so it feels like an old favourite from new.

Weatherproof outerwear, lightweight and made to withstand all weathers.

As the brand cont inues to grow, we’re now br ing ing more freshness , colour and pr ints to the col lect ion

than ever before. One th ing wi l l a lways remain constant though:

our pass ion for des igning c lothes made to become old favour i tes

worn with fond memories .

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P O S I T I O N I N G

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C AT E G O R Y M I X AW 1 9

Our range grew by 35% in options and buy for AW19, with women’s knitwear and men’s shirts being the largest categories for us.

LOUNGE3%

SKIRTS3%

TROUSERS3%

WOVEN TOPS6%

SHIRTS7%

KNITWEAR29%

JERSEY8%

JEANS4%

DRESSES12%

SWEATS11%

OUTERWEAR14%

SHORTS1%

OUTERWEAR11%

TROUSERS8%

SHIRTS25%

KNITWEAR20%

SWEATS9%

JERSEY TOPS20%

LOUNGEWEAR4%

JEANS2%

WOMENS MENS

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C AT E G O R Y M I X S S 2 0

A further 30% growth across options and buy is planned for SS20, with childrenswear set to launch in Easter.

WOMENS MENS

SWIM1%TROUSERS

3%SHORTS

5%

JEANS7%

SWEATS10%

WOVEN TOPS8%

DRESSES14%

KNITWEAR16%

JERSEY15%

SHIRTS9%

OUTERWEAR9%

SKIRTS3%

TROUSERS2%

JEANS3%

SWIM1%

SHORTS8%

KNITWEAR11%SWEATS

9%

JERSEY TOPS28%

SHIRTS29%

OUTERWEAR9%

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W O M E N S W E A R

We’ve renewed our focus to offer the Crew woman more newness in sizes 6 to 18. We’ve worked on our palette to bring more colour and prints in styles that feel ‘so-now’ yet can be worn for years to come.

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M E N S W E A R

Menswear has been the mainstay of our collection since day one and we’ll always offer the Crew man the classics he knows and loves: Oxford shirts, Padstow sweatshirts and the piqué polo in sizes XS to XXL.

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A C C E S S O R I E S

From our much-loved deck shoes to socks, boxers, belts and bags, our accessories collection offers just about everything the Crew customer needs, with plans in the pipeline to grow the category significantly.

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C H I L D R E N S W E A R

Launching for SS20, Crew Kids will offer over 200 options for girls and boys between 3 to 9 years old. Designed for handstands, headstands and cartwheels, think ‘mini me’ Crew classics, super cute co-ords and organic cotton ‘save the sea’ slogan tees.

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D I S T R I B U T I O N

Alongside a growing e-commerce platform, we have a portfolio of 83 stores positioned on high streets in market towns and coastal areas around the UK. This year we’ve launched five new sites, with an expansion plan that includes another five openings set for 2020. The fact that customers from more than 100 countries have shopped with us via our e-commerce platform in the last 12 months, highlights the opportunity for further international expansion.

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P A R T N E R S

Reaching new customers is an important part of our growth and by working with partners we hope to build on brand awareness and enter new markets.

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P R E S S

We’ve ramped up our PR communications, generating over 100 million eyes on Crew in 2019. That’s a lot of press in titles such as these leading names:

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S P O N S O R S H I P

This year we launched a highly targeted sponsorship strategy in order to better connect with the sport-centric lifestyles of our customers. As official outfitters for the London Tennis Association, Crew headlined at four tennis tournaments this summer including the prestigious Fever-Tree Championships at The Queen’s Club. We also partnered with Middlesex County Cricket Club, building on the significant alignment between our core demographic and attendees at the team’s home ground, Lord’s.

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S P R I N G

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S U M M E R

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A U T U M N

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W I N T E R

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F o r m o r e i n f o r m a t i o n p l e a s e c o n t a c t :

s a l e s @ c r e w c l o t h i n g . c o . u k